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Though the total 2018-19 Washington apple crop is expected to be down two percent, organic apple production continues to rise with another 30 percent increase on tap this year, which is expected to result in many promotional opportunities for organic apples.
In 2017-18, production jumped more than 20 percent to more than 14 million cartons. The pre-season estimates pegs this year’s organic apple crop from Washington at 18.9 million cartons.
“Stemilt has been steadily increasing its volume of organic apples, with a ten percent increase anticipated this season,” said Brianna Shales of Stemilt Growers, Wenatchee, WA. “More than 30 percent of our entire apple crop is grown and certified organic and available under the Artisan Organics brand. We are already off and running on organics in the new crop year with Gala and SweeTango currently being harvested,” she said.
Brianna Shales, communications manager for Stemilt Growers
Even with a larger crop, Shales expects a smoother marketing situation for organic apples this year. “Last year, we saw increases in organic supplies and smaller fruit size and yes, lower FOBs. This year, organics will continue to increase in volume but we expect better fruit sizing, which will allow for strong bulk promotions on organics. The demand for organics is there and we’re working hard to help retailers plan successful and bigger-than-ever promotions to ensure shoppers enjoy organic apples.”
George Harter, vice president of marketing for Columbia Marketing International, also in Wenatchee, agreed that the organic crop is up again this year. “We are confident that more and more consumers are wanting to consume organic apples. Our production is increasing, and we think supply is in line with demand.”
Harter also noted that the individual fruit is larger this year, which he called a bonus for retailers. “Consumers that bought four 88s last year are going to be buying four 72s this year which will result in more pounds and more dollars being rung up for retailers.”
George Harter, vice president of marketing for Columbia Marketing International
He expects promotional pricing on organic apples to kick in as the harvest continues and storage reports reveal the volume associated with each variety. “Organic galas are already being harvested and we will be moving to the next variety fairly soon,” he said on Aug. 22.
Catherine Gipe-Stewart, communications manager for Domex Superfresh Growers, noted that the company’s increase in organic production is “on par with the industry.” In fact, she said the firm expects “to nearly double our organic volume in the next 10 years.”
Like the others interviewed, she believes that this year’s marketing situation is much improved over 2017-18. “Last year we saw abnormally small fruit size which created an over-supply in small sized organic apples creating the lower market. The good news in that situation is the industry was able to get more apples into consumer’s hands, which over time builds sales. We are very excited about the quality of fruit this year’s crop will be providing the consumers, and with a normal sizing profile, we expect to see the market rebound,” she said.
Catherine Gipe-Stewart, communications manager for Domex Superfresh Growers
Another factor that is creating optimism in the organic apple sales rooms is that there are more months to market the organic crop to retailers and consumers. The Domex representative said “our core/mature organic apple varieties, -- Gala, Granny Smith, Golden Delicious, and Fuji, -- will not gap this year. Each year that we grow and store organics our own knowledge and experience grows, bettering our crop and storage capabilities.”
Shales of Stemilt concurred: “The Washington apple industry has improved its storage regime for organic apples that allows for near year-round supplies. There is still a lag for some varieties, however later harvesting varieties like Pink Lady allow us to offer ‘year-round’ organics because the season for that apple starts later.” She added that the longer season for organic apples will allow shippers to offer a continuous supply and more promotion months than in years past.
